Aelia drives exclusives strategy with Hypnôse Homme

Tina Milton

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Hypnôse Homme by Lancôme will debut at Aelia’s stores at Paris Charles de Gaulle, Paris Orly and selected French airports three weeks ahead of other markets

Aelia is to launch men’s fragrance Lancôme Hypnôse Homme at Paris Charles de Gaulle (CdG), Paris Orly, other French airports and Gare du Nord Eurostar terminal on March 1, three weeks ahead of any other market. L’Oréal Luxury Products International will roll out the fragrance in travel-retail Europe at the end of the month, in US duty-free in May and Asia in June. Aelia will be the only French stockist of the fragrance until May, when Hypnôse Homme will be launched on Lancôme’s home market.

The launch of Hypnôse Homme with Aelia will feature high-impact promotional initiatives across Paris CdG’s terminals, including the use of promoters, dedicated window and wall bays and new in-store furniture. Signage explaining the exclusive nature of the launch will also be adopted, using the Preview Avant Première tagline.

Aelia category manager perfumes and cosmetics Béatrice Delorme said: “We are delighted and honoured to be the first retailer to offer Hypnôse Homme, a fragrance which is sure to be a worldwide success. We are always looking for ways to offer travellers something new and different, and exclusive launches such as this help us to do that. We’re grateful to Lancôme for choosing Aelia as a partner in this initiative and we look forward to working together on similar projects in future.”

The launch of the Hypnôse Homme edt, available in 50ml and 75ml versions, will coincide with that of Lancôme’s new range of men’s skincare, Lancôme Men. The marketing behind both the fragrance and the skincare collection will feature UK actor Clive Owen, celebrated for his roles in recent films such as Children of Men and Sin City.

Previous beauty initiatives at Aelia have included exclusive fragrances Vetiver pour Elle and Lights of Champs-Elysées by Guerlain, and Jetlag from Azzaro, while the retailer has also worked with Lancôme to create exclusive make-up palettes.